Emirates Airline’s global campaign ‘Hello Tomorrow’ sees award-winning international photographer Adam Taylor shoot a series of print ads for the airline to promote Dubai as a destination.
With eight different executions and eight regional variations, Taylor was commissioned by Impact BBDO Dubai to shoot the global print campaign, which invites travellers to the exotic east to try the unfamiliar, connecting people and cultures to form new visions about Dubai.
Led by executive creative director Fouad Abdel Malak, associate creative director Jorge Thauby and creative group head Carolyne Nailer, the print campaign will run globally in all regions including Australia, Asia, Europe and the Unites States and across all media.
Taylor explains that the photography sets out to embody the journey of the campaign characters, who are experiencing authentic moments set amoungst the backdrop of Dubai’s unique cityscapes and landscapes.
“My mission was to craft something beautiful and stylish, without seeming contrived. The compositions are not overly staged or manipulated and capture real moments of joy and celebration from our talent,” says Taylor.
“We united the campaign look and feel with a clean defined colour grade that enhances the emotive expressions of the talent featured within each of the executions,” he adds.
Collaborating alongside Taylor on the seven-day shoot, photography producer Mark Risso-Gill says the campaign provided its own set of location and cultural challenges.
With many years of experience producing global campaigns, Risso-Gill adds it was inherently important that ‘Hello Tomorrow’ represented the region accordingly.
“We were made very aware of the exposure Emirates Dubai has in the region (and globally) and its expectation of perfection is second to none,” he explains. “‘Hello Tomorrow’ not only represents the airline but the nation itself, so expectations were high.”
Impact BBDO associate creative director Thauby was impressed with Taylor and his team’s results, stating that it was a great collaborative experience. “Adam had this ability to remain totally ‘zen’ despite the multi location shoot and handling a vast cast,” says Thauby.
“There was a great team spirit throughout the week and Adam’s passion for getting the work right meant there was a constant dialogue between his team and the agency, which ended in stunning pictures,” he adds.
Agency: Impact BBDO Dubai
Client: Emirates (Dubai)
Executive Creative Director: Fouad Abdel Malak
Associate Creative Director & Art Director: Jorge Thauby
Creative Group Head & Copywriter: Carolyne Nailer
Group Account Director: Peter Zagalsky
Account Director: Seb Buckley
Creative Services Director: Tennyson Torcato
Account Manager: Tina Diaz
Art Buyer: Mariam Moin
Photographer: Adam Taylor
Photography Producer: Mark Risso-Gill
Production Company: Magnet
Line Producer: Gemma Beecher
Stylist: Mary Kei McFarlane
Retoucher: Cream Australia & Image Clinic New York